As the number of social media users climb, the online space is becoming an asset in brand marketing and retail. Targeted advertising algorithms and influencers make social media the most effective and efficient method of advertisement. Following instagram and facebooks success in implemented shopping, twitter is jumping on the bandwagon.
Twitter’s new shopping feature will dedicate a section of the app for retailers to showcase their products. The shop module will appear when visiting a company’s profile to create a seamless experience from social media scrolling, to cart. Post-pilot, this feature will be usable for all brands, big and small. Twitter hopes that the new integration of this feature will push candid conversations around products that give brands a constant flow of feedback. The casual nature of twitter’s app has always facilitated brand-consumer relationships.
The fast moving trends can be credited to social media. Influencers in particular broadcast their ideal but unachievable lifestyle that includes a larger than average shopping budget. Their jobs allow them to purchase enough clothes to never be seen in the same outfit twice. With a large following, influencers are impacting entire generations to strive for an unachievable goal. Fast fashion retailers are the only solution for many. Cheaper items means we can shop for more, and more often.
Combined with the influencer agenda and fomo environment of social media, targeted advertisements catch consumers at their weak points, oftentimes advertising things they weren’t even looking for. In most aspects, social media shopping channels actively fight against sustainability. The only exception is the accessibility and safe learning space it creates for people to learn more about how consumer patterns affect the environment.
Successful retailers have two steps to running a successful business, have a product, and set up a simple way for people to purchase. The checkout is the easiest way to lose customers. Making it as simple for the customer as possible is vital. These days, it can’t get much simpler than promoting yourself on social media (a place people visit every day) and allowing them to checkout with autofill. Leaving the customer to barely lift a finger is the simple experience many brands want to be associated with.
Instagram implemented shoppable features in 2020 and it has been a big success. There are 130 million taps worldwide every month and here’s why:
Streamlined Shopping Experience
With subconscious shopping encouragements around every corner of our online lives, we need to take a step back to consider what we really need. Purchasing intention is good for our wallets but also the environment.
Via ÀLA.HAUSSE‘s Multi-functional and Multi-purposeful Fashion Ecosystem- BUY/SELL/RENT/LEND/ (swap BETA 2021) mobile application, INDIVIDUALS & brands ( BETA 2021) are encouraged to REBUY, RESELL, REUSE and UP-CYCLE their personal “Clossets” aka Clothing Assets, along with overstock inventory and samples. Through this consumerism habit shift we indirectly slow down the urgency on fashion’s carbon footprint, aiding sustainability as a whole.
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